Call Metrics, a simple way to get more phone calls and detailed call reports with AdWords, is now available to all advertisers in the US and Canada. Availability was limited since the introduction in November 2010, so thanks for holding.

Call Metrics works by assigning and placing a toll-free forwarding number next to your ad text on Google search pages. When a user sees your ad and calls the number, AdWords registers the call and forwards it to your business. So far, we’ve connected over 5 million calls for thousands of businesses. And calls generated from ads using Call Metrics last six minutes, on average.

Another revenue enhancer. And, of course, it only works with Google Voice. And, notice the vague "generally available" wording.

This could turn out to be quite an effective tool for some advertisers to drive traffic.

New User

joined:July 21, 2011
posts: 1
votes: 0

Call Metrics is a great way for Google advertisers to track offline conversions, but it's important to consider that a call is a larger investment than a click. As a result, it can be hard to deliver a value proposition that motivates a searcher to call through a Google ad. For some businesses, where the value proposition is clear (e.g. plumbing or HVAC) PPCall through Call Metrics will likely be effective — especially for those with brand recognition. However, for more complex businesses, and B2B companies in particular, I think a lot more research has to happen before a call is made, and in these cases ads will not likely yield substantial call volumes at the AdWords level. These businesses need the opportunity to educate, and, like RhinoFish and rwilson mentioned, they should have call tracking installed on their landing pages and throughout their websites to track offline PPC conversions that occur post-click, to accurately track their campaign effectiveness.